Web Usability - "It's Not Rocket Surgery"

Slides from a Web Usability talk to a Digital Marketing course.

In this talk I introduce basic web design concepts, and Steve Krug's simple rules to achieve a great usability in your website. I also introduce Usability Testing, metrics, A/B Testing and conversion funnels.

Transcript

1. “It’s not rocket surgery” Web Usability Roberto Machado
2. Roberto Machado @rmdgb roberto@groupbuddies.com
7. “It’s not rocket surgery” Web Usability Roberto Machado
8. Steve Krug
9. Krug’s 1st law: “Don’t Make Me Think”
11. The Bad http://www.mrbottles.com/ http://www.jamilin.com/ http://www.designz23.com/portfolio.html
13. The Good http://www.amazon.com/ http://www.apple.com/ https://www.google.pt/
15. How we surf the web?
16. Scanning!
18. http://groupbuddies.com https://coachmeapps.com/ https://www.roundabet.com/ TASK:
19. Usually people just muddle through!
20. http://kinhr.com https://www.blossom.io/ https://trello.com/ TASK:
21. Design 101 Designing Pages For Scanning, Not Reading
22. Create a clear visual hierarchy
24. Conventions are your friends
25. Break up pages into clearly defined areas
26. Make it obvious what’s clickable
27. Keep the noise down
28. Krug’s 2sd law: “It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice”
29. Nr of clicks matter, but...
30. Krug’s 3rd law: “Get rid of half words on each page, then get rid of what’s left”
31. Omit needless words
32. It reduces the noise level of the page It makes the useful content more prominent It makes the pages shorter Omit needless words
33. Happy Talk Must Die
34. Instructions Must Die
35. Designing Navigation “People won’t use your Web site if they can’t find their way around it”
36. Scene from a mall
37. Web Navigation 101
38. You’re usually trying to find something You decide whether to ask first or browse first Web Navigation 101
39. No sense of scale No sense of direction No sense of location The Unbearable lightness of browsing
40. It gives you something to hold on It tells us what’s here It tells us how to use the site It gives us confidence in the people who built it The overlooked purposes of navigation
41. “You are here”
42. Tabs
43. They’re self-evident They’re hard to miss They’re slick They suggest a physical space Tabs
44. Designing The Home Page “The first step in recovery is admitting that the Home page is beyond your control”
45. Site identity and mission
46. Site Hierarchy
47. Search
48. Shortcuts
49. Registration
50. Tagline
51. Designing A Landing Page built with one specific goal in mind
52. Simple is Best
53. A Clear Call to Action is Vital
54. Clear and Concise Copy
55. Only Ask for the Vitals
56. Pay Attention to the Fold
59. Testing Landing Pages “You must do this!!!”
60. A/B Testing
61. https://www.optimizely.com/ http://visualwebsiteoptimizer.com/ http://vanity.labnotes.org/ http://unbounce.com/ http://www.hubspot.com/ Tools:
62. Metrics “build - measure -learn”
63. AARRR Metrics
64. Acquisition: users come to site from various channels Activation: users enjoy 1st visit: "happy” experience Retention: users come back, visit site multiple times Referral: users like product enough to refer others Revenue: users conduct some monetization behavior AARRR Metrics
65. Conversion Funnel
66. http://www.google.com/analytics/ https://mixpanel.com/ https://www.kissmetrics.com/ Tools:
67. Usability Testing “Keeping testing simple - so you do enough of it”
68. Recurring
69. One morning/month
70. Recruit people, not domain experts (80/20)
71. This must be like a therapy session
72. Religious Debates Why most web design arguments about usability are a wast of time
73. “Everybody likes ____.”
74. The myth of the average user
75. Thanks!
76. www.groupbuddies.com roberto@groupbuddies.com
77. “It’s not rocket surgery” Web Usability Roberto Machado
78. Resources: Don’t Make Me Think, Steve Krug Undercover User Experience Design, Cennydd Bowles Lean Analytics, Alistair Croll Rocket Surgery Made Easy, Steve Krug
79. And More: http://www.uxbooth.com/articles/10-usability-lessons-from- steve-krug%E2%80%99s-dont-make-me-think/ http://blog.hubspot.com/blog/tabid/6307/bid/12070/3- Unique-Ways-to-Gain-Trust-on-Landing-Pages.aspx http://www.smashingmagazine.com/2010/06/24/the- ultimate-guide-to-a-b-testing/